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Dental practice websites are usually too busy catering for everyone that they do not stand for anything and do not stand out. The home page needs to be fast to download but also quickly understood. The look, the feel, the brand all need to convince your specific target patient that this is the right place. Your USPs should be clear and the targeted visitor must feel compelled to stay and click in less than 5 seconds.

Dental practice websites usually forget customer service is visually represented through people that appear professional. You need to show the personality of a happy and approachable team with great smiles. You need to look and read as the experts with the best level of customer service.

Dental practice websites need to stop showing scary dental surgeries, sharp tools and boring technology that mean nothing to the patient. Virtual tours using professional photography or corporate video need to focus on the feeling of luxury and comfort, showing patients what they actually care to look at, such as impressive patient lounges, classy receptions and boutique wash rooms.

Dental practices generally attempt to show their fees online but are confused on the benefit that brings. It is important to appear fixed, transparent and affordable with value for money to attract your correct target patient otherwise you will not stand out.

Dental practices commonly forget that customer service has to be promised and the brand standards need to be stated. Patients need to know what to expect. This is all usually hidden and difficult to find or lengthy to read. Video and/or photography should be used to explain the patient journey.

Dental practices need to use illustrated patient case studies to attract more patients and convert them into enquiries. You need before and after 'smile photos' to show clinical expertise and this means no blood, no gore, no metal, no tools and no retractors. You need full face 'smile photos' to show gratitude in your patient's eyes. You need to show patients that you are the expert by showing off your qualifications, certification and any courses you have been on. Make sure that patients are fully aware of your experience and training, because this will set you apart from other clinicians and practices.

Dental practices are forgetting to differentiate their treatments. Websites tend to advertise the exact same services as others dentists so patients believe price comparison is the only difference. Personalising treatments and creating 'branded experience' packages are required to make you incomparable.